NEW YORK — L’Oréal Paris and the Weinstein Co. have signed a two-year marketing alliance giving the cosmetics brand exclusive beauty sponsorship of the multimedia house’s U.S. film premieres, beginning in January.
The partnership, which industry experts value at $5 million, includes L’Oréal Paris product integrations and promotional support in future Weinstein Co. and Dimension Films movies, as well as the opportunity to co-host premieres and special events at the Golden Globes and Academy Awards.
But, more important, the deal fills a marketing gap.
“L’Oréal and all beauty companies are looking for nontraditional advertising. L’Oréal is everywhere. But they’re not [in the movies],” said Allan Mottus, a Manhattan beauty consultant.
As part of the deal, L’Oréal’s makeup and hair teams will support all promotion of Weinstein Co. films, a company that was founded last month by brothers Harvey and Bob Weinstein, the founders of Miramax Films Corp., which is owned by the Walt Disney Company.
News of the partnership was announced last week by Harvey Weinstein to an exclusive audience of movers and shakers at the Manhattan premiere of “Derailed,” the first film to open under the new company. In his speech, Weinstein personally thanked Carol Hamilton, president and general manager of L’Oréal Paris, who surely sees the deal as one that can put several key L’Oréal products on the silver screen, such as Coulour Experte, Preference and L’Oréal Color Cosmetics.
“The film world is a great source of inspiration for L’Oréal Paris, and we’re thrilled to continue our tradition of working with extraordinary talent,” Hamilton said in a statement. “While it may seem to be an obvious relationship, especially in the marketing world of omnipresent integrations, this relationship will be truly groundbreaking in its scope and vision.”
Hamilton and the Weinsteins have worked together before. L’Oréal Paris, a brand and division of L’Oréal USA, was a sponsor of “Project Runway” — a reality TV show produced by Miramax — which Weinstein Co. now co-produces with Miramax.
When it was announced last spring that the brothers would part from Miramax, Hamilton was looking to further her firm’s position in Hollywood — L’Oréal sponsors the Golden Globes, the Grammys and Academy Awards telecasts. The three reportedly met days prior to the Academy Awards in Los Angeles to discuss future opportunities between the brothers and one of the world’s largest marketers.
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The deal, which is being compared with Miramax’s onetime marketing alliance with the Coors Brewing Co., is a coup for Weinstein Co., Mottus said.
“It sounds like this is a bigger deal for the Weinstein Co. They’ve landed the biggest beauty company and one of the biggest advertisers.”